Malcolm McDonald

Malcolm is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools.  Until 2003, he was Professor of Marketing and Deputy Director with special responsibility for E-Business.  He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry where, inter alia, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval.

Malcolm is Chairman of Brand Finance plc and five small companies, but also spends much of his time working with the operating boards of the world’s biggest multinational companies, such as IBM, Xerox, BP and the like, in most countries in the world, including Japan, USA, Europe, South America, ASEAN and Australasia.

He has written forty three books, including the best seller "Marketing Plans; how to prepare them; how to use them" and many of his papers have been published.

Apart from market segmentation, his current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management.

Articles In Journals

• [McDonald M, de Chernatony L & Harris F (2001) Corporate marketing and service brands - Moving beyond the fast-moving consumer goods model, European Journal of Marketing, 35 (3/4) 335-352.]

Books

• McDonald M, Frow P & Payne A (2011) Marketing Plans for Service Businesses. Wiley, ed. 3rd Edition.